Successful demand gen marketers know that lead quality is a key factor in their ability to engage prospects and activate buyers. In a recent study by Marketing Profs, nearly 60% of marketers surveyed indicated quality is the single most critical aspect of the leads they generate. One key indicator of lead quality is accuracy and completeness of data on the lead.
Both marketing and sales operational efficiency are directly impacted by lead data quality because high-quality leads are more likely to convert to customers. Diluting a marketing database with low-quality leads results in wasted time and ineffective communications.
Lead accuracy needs to be managed proactively, whether leads are generated in house or by a third party. Here are six data factors that will create a positive return on your investment in generated leads.